Colt 45 dips into its past, lands Billy Dee Williams as spokesman
RICHMOND, VA (WWBT) - Colt 45 is hoping its spokesperson from the 1980s will lead to success nearly 30 years later.
Billy Dee Williams, who has appeared in "Brian's Song" and "Star Wars" was the malt liquor's spokesperson for five years starting in 1986, making popular the slogan "It works every time."
"I suppose that it has always been a part of my life because I put a face on it and a voice to it for so many years," Williams, now 78, told the USA Today, who posted a short clip of the video Monday.
Colt 45 will use Williams for upcoming TV, print and Internet ads.
Colt 45's malt liquor has an alcohol content of 5.6 percent, which is higher than beers such as Miller Lite (4.2 percent) and Budweiser (5.1 percent).
USA Today reports that Colt 45's sales have fallen behind brands such as Steel Reserve and Mickey's.
Market research shows that malt liquor sales have been flat in recent years and account for only about 2 percent of the $25 billion beer industry in the U.S.
You can check out the new clip on USA Today's website and Williams' old ads below.
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